HomeToGo SE is seeing improved ROI and faster time-to-market thanks to artificial intelligence (AI) implementation across the company.
The company said internal AI adoption has strengthened its business performance in the first half of 2026, with 100% of its workforce having access to 15 AI tools.
HomeToGo said AI automations have enabled responses to customer emails to be three times faster, also flagging an 85% reduction in chat escalation to human operators.
“In marketing, AI-generated responsive search ads are now outperforming human-written ad copy at near zero generation cost, driving a 44% lift in return on advertisement spend in many of our tests,” Patrick Andrae, co-founder and CEO of HomeToGo, said on the company's H1 2026 earnings call. “In video production, AI tools have enabled us to cut costs by more than 60%.”
AI also increased the speed of product iterations and time to market, with new products being built in weeks as opposed to months, the company said.
“A standout example is our new partner center featuring natural language interface, which our engineering teams built and deployed in just four weeks, a process that previously would have taken us six months,” Andrae said.
The company’s AI progress updates come as HomeToGo reported growth on the back of its B2B business, HomeToGo_PRO, strengthened by its 2025 acquisition of Interhome.
The company said its B2B business now makes up 66% of the company’s total revenue. In the first half of 2026, the segment grew 250.5% year over year to €105.2 million.
“With HomeToGo_PRO scaling rapidly, strong marketing efficiency in our marketplace, the Interhome integration in full swing, AI accelerating our business and a significantly improved free cash flow, we are well positioned to deliver on our targets,” Andrae said in a release, pointing to an improved free cash flow of €48.2 million in the first half of 2026.
In the first half of 2026, the vacation rental company’s IFRS revenues totaled €160.1 million, a 71.8% increase from €93.2 million in the first half of 2025.
“Our adjusted EBITDA grew substantially by 26.6% year over year in half-year one and has even accelerated in quarter two with a year-over-year increase of 58.6%,” Andrae said on the call. “This development reflects our continuous advancement in expanding the group’s profitability.”
The company reported an adjusted EBITDA loss of €15.1 million, compared to a loss of €20.5 million during the same period last year.
Net loss for the first half of 2026 was about €58.2 million, compared to a net loss of €42.9 million during H1 2025.
B2C arm HomeToGo Marketplace, which is AI-powered, is continuing its shift to favor profitability over top-line growth, the company said. Adjusted EBITDA for the segment rose 16% year over year to a loss of €16.8 million. IFRS revenues were €58.8 million in the first half of the year, compared to €65.5 million during the same period in 2025.